Trouble with Words: An insight into Dyslexia Canada’s national advertising campaign

Last year, we teamed up with dentsumcgarrybowen to launch our first national advertising campaign entitled It’s Hard to Read. This year, we’ve teamed up again, this time to launch Trouble with Words where we continue to bring national attention to dyslexia. Through the distribution of materials online, in print, and on the radio, the bilingual campaign raises awareness of dyslexia right across Canada.

Online

By purchasing misspelled URLs, we turned a search for Wordle into an awareness campaign for dyslexia, leveraging the popularity of the game which is 2022’s latest word craze! The website, banners and social ads all drive gamers to get more information about dyslexia, especially those who already love and understand the importance of words.

Website

Click on any of the misspelled Wordle URLs below to view the website.

wodrel.com

wodrel.ca

whirdle.ca

weirdle.ca

wirdel.com

wirdle.ca

woordle.ca

Social ads and banners

Click on the images below to view the visuals from our social ads and banners.

Print

In newspaper, we showed up in a big way with a full-page ad that mimics an overwhelmingly difficult wordle puzzle.

Radio

We created radio ads that speak to troubling words faced by those with dyslexia like lazy, stupid, and poverty among others. Listen to the radio ads, in English or French, by clicking on the videos below.

English

French

Throughout the campaign, all of the assets drive towards itshardtoread.org, an immersive experiential website that sensitizes Canadians to what it’s like to live with a reading challenge.

In the media

National Post

Strategy Online

The Message

St Thomas Times Journal

Spread the word

Share your experience of #TroubleWithWords and #ItsHardToRead on Instagram, Twitter, Facebook, Linkedin and TikTok. We’ll see you there.